(About a 3 min read)
Understanding trends in your business can give you the opportunity to create conversions. These conversions can be the start of growing and expanding your business. Data and analytics are the windows into the wants and needs of your customers, consumers and audience. There are many sources for data and analytic readings, one of the most popular is Google Analytics. This site allows you to peer into every aspect of your business, where you are succeeding as well where you are lacking.
When viewing your data and analytics you can peer into your audience and categorize them into various segmentations. Segmenting your audience allows you to identify your target audience and provide product and or services to best meet their needs. There are four main kinds of segmentation when looking at your business’s data and analytics. These are, demographic, psychographic, geographic and behavioral.
The first type of segmenting is demographic segmentation. This type of segmentation looks at the things you can observe when identifying a person. Their age group, gender, ethnicity, etc. This form of identification allows you to make observations without characterizing the person.
The second form of segmenting is psychographic segmentation. This allows you to make inferences on who they are as a person and what they like to do. This could be defined as their preferred hobbies, attitudes towards certain topics as well as their core values and beliefs. This form of segmenting allows you to begin to piece together who this person is and what they hold dear.
The third form of segmentation is geographic segmentation. Where a person is from can shape the person they are whether they grew up with a strong sense of culture or lack thereof where a person is from, resides and calls home can say alot about them. This form of segmenting allows marketers as well as other levels of business to know where to promote their products and services.
The last form of segmentation is behavioral segmentation. This looks into the patterns of an individual when online shopping, researching and browsing the internet. This allows businesses an indepth look on how their website is performing amongst their audience as well as potential new conversions.
Benefits of Data in PR
How does knowing this information benefit your business from a promotional PR standpoint?
Knowing your audience and how they fall when looking at segmentation allows you to develop goods and services that will benefit them and fulfill a pain point or a need they are seeking. This allows your company, brand or business to create long lasting conversions and relationships with their customers.